Expressnews
Chennai, August 2024: ADVAYA, the distinguished design label under The House of Angadi, reintroduces itself as a pioneer in Indian textile heritage, blending traditional craftsmanship with contemporary design. With a lineage that spans over 600 years, ADVAYA, under the creative direction of K. H. Radharaman has redefined the boundaries of Indian textiles, making them timeless, luxurious, and relevant for today’s discerning clientele.
Founded in 2010, ADVAYA was born out of Radharaman’s desire to create a unique identity for one-of-a-kind textile innovations. Drawing from India’s unparalleled textile heritage, ADVAYA is dedicated to reinterpreting and reviving handcrafted textiles, exploring new frontiers in design and materiality. Each creation is a masterpiece, meticulously crafted from concept to textile, ensuring that every piece is a work of art.
ADVAYA presents its offerings as Series rather than collections, classified into three categories: Heritage, Contemporary, and Eternal. This format pays homage to India’s rich cultural heritage, ensuring continuity in design and craftsmanship.
The Eternal Series: A vanguard of wedding trousseaus, featuring contemporized bridal motifs with cross-cultural appeal. The series offers a dramatic color palette from traditional reds to avant-garde hues, making each piece a timeless textile.
The Heritage Series: This series returns to ADVAYA’s 600-year-old design patrimony, reviving archival designs and techniques. Textiles in this series represent Indian sensibilities in their most authentic forms, with intricate motifs inspired by mythology, architecture, and nature.
The Contemporary Series: Inspired by modern design dialects, this series features minimalistic yet elevated designs, from handwoven Ikat to Tanchoi and Kantha. The lack of regionality and genre fluidity makes each piece a contemporary classic.
Innovations: Breaking Boundaries
ADVAYA’s distinct design manifesto is evident in its groundbreaking textile interventions. From the first Organza Kanjivaram in 2008 to the Linen Georgette Kanjivaram during the 2020 lockdown, Radharaman’s innovations have redefined Indian textile traditions. Each innovation, such as the Khadi Kanjivaram and Benarasi Khadua Georgette, adds a contemporary time-stamp to India’s luxury landscape.
ADVAYA for Men
In 2022, ADVAYA expanded its offerings with a dedicated line for men, featuring artisanal fabrics and classic techniques like Chikankari, Ikat, and Kantha. The line includes shirts, kurtas, bandhgalas, and accessories, making it a versatile choice for special occasions and everyday luxe alike.
For More Information:
Venue: The Folly at Amethyst | 239, Whites Rd, Express Estate, Royapettah, Chennai, 600014
Dates: 30th & 31st August 2024
Time: 11:00 AM onwards
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Facebook: https://www.facebook.com/labeladvaya/
